Berlin Election 2023

How do political campaigns target voters?

Methodology

We coded over 90 German political advertisers during the 2023 Berlin election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the regional election, we kept only advertisers who:

  1. Advertised in the last 7 days (5th February - 11 February 2023)
  2. Advertised in the last 30 days (13 February - 11 February 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

13 February - 11 February 2023 (Last 30 days)

Number of Advertisers Top Spenders Number of Ads Total Spend

SPD

24


1. SPD Berlin (€69,362)
2. SPD-Fraktion Berlin (€9,839)
3. SPD Spandau (€5,311)

381

€100,705

FDP

6


1. FDP Berlin (€20,134)
2. FDP (€6,558)
3. FDP Fraktion Bundestag (€6,392)

334

€36,988

Die Grünen

13


1. Bündnis 90/Die Grünen Berlin (€23,225)
2. Bündnis 90/Die Grünen Pankow (€4,207)
3. Bündnis 90/Die Grünen Tempelhof-Schöneberg (€2,255)

308

€36,785

Die Linke

17


1. DIE LINKE. Berlin (€20,328)
2. DIE LINKE. Pankow (€6,634)
3. DIE LINKE. Treptow-Köpenick (€1,548)

290

€35,725

CDU

18


1. CDU CSU Europa (€3,514)
2. Ministerpräsident Michael Kretschmer (€3,472)
3. CDU-Fraktion Berlin (€1,300)

255

€17,056

AfD

4


1. Alternative für Deutschland Landesverband Berlin - AfD Berlin (€7,593)
2. Gunnar Lindemann MdA (€490)
3. Dr. Kristin Brinker (€397)

76

€8,609

Volt Deutschland

1


1. Volt Berlin (€5,780)

94

€5,780

ÖDP

1


1. ÖDP Berlin-Die Naturschutzpartei (€2,792)

13

€2,792

Die Urbane. Eine HipHop Partei

1


1. Die Urbane. Eine HipHop Partei (€1,721)

9

€1,721

Partei der Humanisten

1


1. Partei der Humanisten Berlin (€1,272)

11

€1,272

Sozialistische Gleichheitspartei, Vierte Internationale

1


1. Sozialistische Gleichheitspartei, IV Internationale - SGP (€879)

15

€879

Klimaliste

1


1. Klimaliste Berlin (€604)

42

€604

Die Grauen – Für alle Generationen

1


1. Die Grauen - Für alle Generationen (€501)

5

€501

Tierschutzpartei

1


1. LV Berlin - Tierschutzpartei (€500)

1

€500

Team Todenhöfer - Team Todenhöfer – Die Gerechtigkeitspartei

1


1. Team Todenhöfer (€463)

2

€463

5th February - 11 February 2023 (Last 7 days)

Number of Advertisers Top Spenders Number of Ads Total Spend

SPD

22


1. SPD Berlin (€32,720)
2. SPD Spandau (€2,325)
3. Sven Heinemann MdA (€1,098)

198

€41,997

Die Linke

15


1. DIE LINKE. Berlin (€13,916)
2. DIE LINKE. Pankow (€3,975)
3. Niklas Schenker (€571)

143

€21,348

Die Grünen

11


1. Bündnis 90/Die Grünen Berlin (€11,439)
2. Bündnis 90/Die Grünen Pankow (€1,911)
3. Bündnis 90/Die Grünen Tempelhof-Schöneberg (€1,521)

204

€19,528

FDP

6


1. FDP Berlin (€6,624)
2. FDP Fraktion Bundestag (€2,869)
3. FDP (€2,116)

152

€14,636

CDU

17


1. Ministerpräsident Michael Kretschmer (€1,235)
2. CDU Steglitz-Zehlendorf (€1,168)
3. CDU Berlin (€950)

143

€6,936

AfD

4


1. Alternative für Deutschland Landesverband Berlin - AfD Berlin (€3,812)
2. Gunnar Lindemann MdA (€221)
3. Dr. Kristin Brinker (€169)

38

€4,331

Volt Deutschland

1


1. Volt Berlin (€1,887)

30

€1,887

ÖDP

1


1. ÖDP Berlin-Die Naturschutzpartei (€1,290)

11

€1,290

Die Urbane. Eine HipHop Partei

1


1. Die Urbane. Eine HipHop Partei (€887)

5

€887

Partei der Humanisten

1


1. Partei der Humanisten Berlin (€712)

7

€712

Tierschutzpartei

1


1. LV Berlin - Tierschutzpartei (€500)

1

€500

Die Grauen – Für alle Generationen

1


1. Die Grauen - Für alle Generationen (€452)

5

€452

Team Todenhöfer - Team Todenhöfer – Die Gerechtigkeitspartei

1


1. Team Todenhöfer (€355)

2

€355

Klimaliste

1


1. Klimaliste Berlin (€175)

27

€175

Sozialistische Gleichheitspartei, Vierte Internationale

1


1. Sozialistische Gleichheitspartei, IV Internationale - SGP (€100)

3

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

13 February - 11 February 2023 (Last 30 days)

5th February - 11 February 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

13 February - 11 February 2023 (Last 30 days)

5th February - 11 February 2023 (Last 7 days)

Age Targeting

13 February - 11 February 2023 (Last 30 days)

5th February - 11 February 2023 (Last 7 days)

Gender Targeting

13 February - 11 February 2023 (Last 30 days)

5th February - 11 February 2023 (Last 7 days)

Education Targeting

13 February - 11 February 2023 (Last 30 days)

5th February - 11 February 2023 (Last 7 days)

Job Targeting

13 February - 11 February 2023 (Last 30 days)

5th February - 11 February 2023 (Last 7 days)